How to configure your opt-out keyword settings

You will learn

Learn how to control when an opt-out keyword results in an unsubscribe.

Opt-out keywords are a type of compliance keyword, requiring both an action and response (i.e., removing consent and then confirming the opt-out). With this functionality, you can choose to remove consent when a subscriber sends an opt-out keyword either:

• Anywhere in an SMS (contains word)
  or 
• As the only word in the SMS (exact match)

Before you begin

Please note the following:

• For any subscriber in the US, you cannot set the STOP keyword to Exact match.
  • Any time a US number includes the word stop in a text, Klaviyo automatically and immediately removes SMS consent.
  • This is to protect you from potential compliance issues, as the laws surrounding the STOP keyword are stricter in the US.     
• The auto-response for opt-out keywords always uses the word "stop," regardless of which opt-out keyword was used. 
• You cannot edit the auto-response for an opt-out keyword. 

For more information, see this article on how compliance keywords work. 

How each option for opt-out keywords works

Klaviyo offers 2 options when messages include an opt-out keyword: 

1. Contains word (default)
   
   • If an opt-out keyword appears anywhere in an SMS or the word is an exact match, the subscriber is opted out (e.g., if someone texts “Cancel subscription,” this removes SMS consent).
   • Recommended for: those who want to remain strictly compliant. 
     

2. Exact match
   
   • When a message only contains an opt-out keyword and nothing else, the subscriber is opted out (e.g., someone must text “cancel” (not case-sensitive) for consent to be removed).
   • Recommended for: subscription businesses for words like “cancel,” “unsubscribe,” “end,” and “quit.” (Customers may send these when discussing the subscription itself rather than their SMS consent. )
     

Note that the network message always includes the word “stop” regardless of the opt-out keyword the subscriber actually texted. 

Change your opt-out keyword settings

1. Select your account name in the lower left corner.
2. Navigate to Settings > SMS > Automations.
3. Click Edit next to the opt-out keywords.
   
4. Select the dropdown next to the opt-out keyword you want to configure (e.g., CANCEL).
   • This functionality is not available for the STOP keyword in the US.
     
5. Choose either:
   • Contains word (default)
     The opt-out keyword appears anywhere in an SMS. 
   • Exact match
     The opt-out keyword is the only word in the SMS. 
6. Review the warning message about changing your opt-out keyword settings before saving. 
7. Select Save to use this setting for an opt-keyword. 

Additional resources

• Understanding SMS opt-out keywords vs. unsubscribe links
• How to add, update, or delete SMS custom keywords
• Understanding your SMS settings